Siobhan is lead of the Social media team at Yoast. She enjoys writing and is interested in basically any type of digital communication.
Handling your social media is a necessary part of any marketing strategy, but it’s also a vital part of any good SEO strategy. The popularity of social media has risen and probably will keep doing so. That means Google and other search engines can’t ignore them, and you probably shouldn’t either. You even see recent tweets popping up in search results now! So let’s discuss: how does social media influence SEO?
Customers are looking for you
SEO is about being found, so let’s start with the basics. If people are looking for you, make sure they find you! Customers that have heard about your brand might look for you on social media, or even through Google. As a professional company or brand, they expect you to be there. You don’t want them to come up empty, or worse: stumble on another business with a similar name while thinking it’s you. For that reason, it’s a good idea to claim your profiles. Even if you’re not planning on using the platform right now, you might want to in the future.
If you do register on a social platform and are not planning to actively maintain the profile, let your visitors know. Platforms like Twitter and Facebook have the option to pin a tweet or post right at the top of your profile. In that post, explain that while you are not actively present there, they did find the right brand and yes, they can reach you. Point them to other means of communication, like email, make it easy for them! Another plus of claiming profiles: If in the future you do decide to start using a platform, you’re ready to go. Social media is ever-changing, so you never know if you might.
Setting up your social media accounts
When you register with social media platforms, do so seriously. Use a high-quality logo and fill out all the fields offered. If you have physical stores: add them, and their opening hours. A Google My Business account is especially valuable for this! In general, make sure your profiles look professional and up to date. And: be consistent. Use the same brand name across platforms, so people (and search engines!) know it’s you.
Social accounts showing in search results
Did you know that your social accounts can show up when people search for your brand name in search engines? For example, in Google’s Knowledge Panel. Here’s an example of what that looks like: